OK, before you start reading this article, would you answer a few questions at the end? If you agree, you’re not alone. People who dine-in, order takeout, or receive delivery with your restaurant are willing to provide feedback to help improve their experience — and they’ll likely become more loyal customers as a result. Restaurant surveys are a free, straightforward way to better understand those who are already customers. You can use what they share to improve service and grow your business. But what’s the best way to create a restaurant survey with questions that yield helpful and engaging answers? Here’s what you need to know before writing any restaurant survey questions. Get the tools and guidance you need to find new customers and keep your regulars coming back for more. What should you ask about on your restaurant’s survey?Think about what you want to learn about your customers’ experience with your business, employees, and products. You can organize your survey based on specific topics you care most about. DemographicsIf you’re putting energy toward any kind of restaurant marketing campaign, you’ll want to know what’s working to convert prospects into sales. You’ll want to know whom your message is reaching. Ask:
The last question is especially helpful, as it gives you an avenue to connect directly to customers in the future. Email is one of the most effective means of marketing to your audience. Dining experienceOf course, you want to know what they think of the overall experience. First, determine if they dined in, ordered curbside pickup online, or placed a delivery order. Then ask:
You can have patrons rank certain features of your establishment on a scale of 1 to 5, with 1 being poor and 5 being excellent. This section can ask about:
Next, you should ask about what they ordered and find out their thoughts on their meal. You can make this a two-column grid, with a space to list the item and a space for their opinion.
Follow up on that last question. This can help you determine if your food and drinks satisfied them and if your specials board is hitting the target. Unless your restaurant focuses on comfort or traditional foods, you’ll also want to tap into your health-conscious clientele. Ask:
HospitalitySurveys are an excellent opportunity to determine if more training or accolades are needed for your front-of-house staff who interact with your customers. Ask:
Problems come up in the restaurant industry — often many times a day. Give your customers some space to talk about any issues that may have arisen. This is where they can vent and where you can see if your staff handled the situation with professionalism and grace. If not, you can follow up. General feelingsFinally, it’s the bottom line. A survey gives you an opportunity to find out if customers are going to come back. Whether they say yes or no, you can understand why and determine ways to improve as a result. Ask:
Tips for creating surveysOnce you have an idea of what to ask, follow these best practices to increase the likelihood of your customer filling it out with pleasure.
Ways to distribute your surveyThe best way to get your survey into your customers’ hands depends on how they interact with you. Hard-copy surveysIf the customer is dining in, you can present a copy of the survey in the bill holder along with the change or credit card slip. Instruct your servers to ask customers to take a moment to fill it out. Don’t forget to include a sanitized pen for them to use. You can even invest in promotional pens that they can take with them to keep your brand top of mind. Email surveysIf they order online, you should be able to collect their email address. Then you can automate sending an email to them right away. You can use a template that’s part of your email marketing system to make the survey look professional. With incentivesYou don’t necessarily need to include an incentive to get more people to respond to your survey, but it’s a popular motivator. Coupons or free items go a long way toward getting people to return to your restaurant soon. If it’s a hard copy, you can ask the customer to drop it in a box for a chance at a free meal you’ll raffle off monthly. If it’s through email, perhaps a coupon for 10% off the bill or a free appetizer with their next purchase may be enough to increase numbers. If you set an expiration date, they’ll likely return sooner. Share your findings on social mediaIf your customers are singing your praises, you should let others know. Include a disclaimer at the end of the survey to get permission to use their first name and their comments for marketing purposes. Then enjoy the “social proof” of your excellent customer service and menu options. Surveys are a way to improve internally, learn what’s working in terms of marketing for new customers, and build on your restaurant’s success. source https://blogs.constantcontact.com/restaurant-surveys-your-answer-to-improved-dining-experiences/ from https://coldemail.blogspot.com/2020/11/restaurant-surveys-your-answer-to.html
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Let’s talk about meta tags — what they are, why they matter, and how to do them better. First things first — what made you click on this article to read it? Maybe the title caught your eye, or perhaps it was the short blurb you saw. You might have clicked simply because this article comes from a source you trust. If you found this article via a search engine, though, there’s a good chance you found and clicked this article because of meta tags. Meta tags are the foundation of SEO, and the first thing you’ll find yourself setting up when building a web page. Without meta tags, you can’t reach readers organically. It doesn’t take much time to generate meta tags, but it’s more important than you might think. That’s because 93% of all online experiences begin with a search engine. This is why so many online marketers are so focused on getting SEO right. Organic search traffic is the holy grail of SEO, so it can’t be ignored. Your content needs to be readable and appealing to users on search engines. There’s a very specific syntax needed. It’s similar to how bookstores and libraries organize their archives of books — and that’s what meta tags are, essentially. What are Meta Tags?Meta tags are a type of HTML tag that provides search engines with information about a website page. Let’s take a look at the basic elements. The title and description tags make up almost the entire entry. If not for these meta tags, all you’d see in Google SERPs would be my URL. Title and description tags are the two most-used tags for SEO purposes, but SEO isn’t the only part of digital marketing. Advanced digital marketing requires the use of even more tags that improve page rank and overall user experience. Just like this search result, you’ll soon find out that these tags control how your entire digital presence is viewed and navigated. Machines can read URLs just fine. If I wrote for machines, my website would look like this: Google prioritizes certain tags because they provide context for people. I built my website for people as well, so it looks like this: This polish is what marketing is all about. In this blog post, we will explore meta tags and see how they affect your overall digital marketing efforts. While simple, the devil is in the details, and every detail counts. How Meta Tags Affect Brand Image and Click-Through RatesYou absolutely can judge a book by its cover. It’s what covers are designed for. Your title and meta description tag create the cover for your web page. They’re your first impression on most visitors. It’s not just about search engines, but how we view the Internet. Reddit is a basic link-aggregation site that takes away all the bells and whistles. Reddit depends on the title and image to entice conversations and clicks. Using meta tags correctly is like using the correct format for a business email. Sure, you can put whatever you like out there, but there’s a level of professionalism that’s expected at some point. Even Amazon will only give you a picture, title, and short description to make your point. Think of these tags as your elevator pitch. You’re given about as much space as a Tweet to sell your entire brand and product. Which means you need to nail it. You can’t just call in this detail and polish everything else. If you do, nobody will ever see the rest of what you polished. We already know how meta tags affect SEO, but that’s not the only element. Meta tags will make your email marketing and marketing automation efforts easier by providing information for emailed links. Tags are a crucial element that determines what my automated social media posts look like. When other bloggers, YouTubers, and social media influencers (and micro-influencers) share your content, tags make it easier. Think of meta tags as the packaging for your product. If your packaging isn’t spot-on, nobody will ever buy your product, no matter how great it is! So what are some best practices to implement for tags? Meta Tag Best PracticesThere are a TON of different HTML tags that can be used on a web page. We’re only going to focus on a handful of significant tags. We’ll start with the one that might have brought you here today. 1. Title TagsIt’s not technically a meta tag, but it shows up in the header and is used as one. As of July 2017, the character limits for title tags in Google search results are 78 on mobile devices and 70 on a desktop. However, that doesn’t necessarily mean you should use all those characters, and 60 is the generally recommended limit. Long-tail keywords make a difference. Here are the top meta titles in the SERPs for “How to make content marketing effective.” By adding the year, we get an entirely new set of results for “how to make content marketing effective 2017.” Some users will want basic information, while others will want the most current. By adjusting our title tag, we can affect which of these searches we rank for. Ultimately, the goal is to hit both, but that’s not always feasible. Make sure your keyword is in your title, or you’ll find your articles buried in search results. For example, when I search for the “best tacos in Tucson,” some restaurants are on page 10 below, even Del Taco. That’s a wasted opportunity for that taco capital of the country! These small businesses could greatly improve their search results, sales, and ROI by simply adding “best tacos in Tucson” to their title tags. Here’s a sample of the HTML required for a title tag located in your header. <head> <title>The Best Title Example I Could Come Up With</title> </head> In WordPress, it’s as easy as giving your page a title. You really can’t miss it. That’s all there is to it! 2. Image TagsLike title tags, Image tags aren’t labeled “meta.” But they’re clearly used by search engines, link aggregators, and other sites to identify your site. There are two image descriptions actually crammed into one tag. Here’s what the HTML code looks like. <img src=“image.jpg” alt=“image description” title=“image tooltip”> Both the alt and title tags should be defined for the best experience. The title displays on your screen when you hover your cursor over it. The alt text displays when the image can’t be rendered (or is spoken to the blind and visually impaired). When uploading an image to WordPress, you’ll be prompted to enter the title, caption, alt text, and description. The more fields you fill out (even if you use the same information), the more searchable your images become. Anywhere from 20-60% of all Google traffic goes to sites with well-optimized graphics. Why wouldn’t you want to be included? It’s also a matter of ADA website compliance. There are approximately 58,200 people with some level of visual impairment per million in the U.S. alone. That’s a huge segment of the population that wouldn’t have a great user experience without alt image tags. Optimize your images for search engines and users. 3. Description Meta TagsA meta description tag gives you a chance to provide an overview of the page’s content. They’re limited to around 160 characters and aren’t directly tied to Google’s search algorithms at all! Once again, the reason you need description tags is to improve the user experience. Description tags encourage click-throughs. Here’s what the HTML looks like: <head> Without a meta description, Google will default to whatever preview sentence it feels best encompasses the content. This isn’t necessarily a bad thing. This post doesn’t have a meta description (I rarely use them), and it ranks well. Of course, my blogs are filled with relevant content in short, sweet sentences. Most of them would work as descriptions on their own. Still, there’s no harm in adding additional information to make your content more searchable. 4. Robots Noindex and Nofollow Meta TagsRobot meta tags aren’t always necessary. By default, all of the pages and links you create on your website are indexed as ‘follow’ by search bots and web crawlers. Whenever you want to redirect them, you’ll need a robot meta tag. Here’s the noindex HTML code: <html><head> This would be within the header and indicate this page doesn’t need to be indexed. It’s useful for syndicated and duplicate content that your customers/readers could use, but you don’t want credit in search indexes. Here’s the HTML for a robot nofollow. <meta name=”robots” content=”nofollow”> This is used for links you don’t necessarily want to endorse. For example, readers leaving links in my comments aren’t exactly endorsed by me, so a nofollow tag above the comments section keeps my site clean for bots. Here’s a great infographic on when and how to use nofollow tags. Now we get to one of the most controversial meta tags. 5. Keyword Meta TagsKeyword tags aren’t used by search algorithms to determine search ranking. Here’s what the HTML looks like: <meta name=”keywords” content=”HTML, CSS, XML, JavaScript”> I coach my SEO clients to ignore keyword tags because they don’t affect SEO. That doesn’t necessarily make them useless, however. They’re especially useful in WordPress. Keyword tags and categories can help Google determine which page on your site should rank for a search. They also create a page in WordPress that provides one more indexed page. This means that, while your blog posts are focused on long-tail keywords, your tag and category pages have feeds covering the shorter keywords. Categories can be used for the URL format, providing one more keyword to the page address. This is accomplished under Settings – Permalinks in WordPress. Adding this format provides context to your content. Google loves context for search results! Keywords also provide a big-picture overview of how many pages you have for each keyword. You can use them to help plan your editorial calendar. 6. Viewport tagsYou don’t spend much time thinking about viewports, but they’re especially important in today’s mobile-first world of search. On mobile devices, pages are shown in a popup window called a viewport that extends past the device’s border. Here’s an illustration of what I’m talking about. Developers can set the viewport size to increase mobile usability. WordPress users can check this tag to learn this information for their templates. But you probably didn’t know that unless you’re already a web developer. Since Google increasingly focuses on mobile-friendly websites, this meta tag could mean the difference between success and mobile failure. Now that you have a basic understanding of meta tags and why they’re important, I’ll show you some of my favorite tools for manipulating them. Free Tools to Add and Check Your Meta TagsDon’t worry if this all sounds overwhelming — there are tons of tools to make it easy to get meta tags right. Here are two of my favorites. Yoast SEO Plugin for WordPressYoast is a powerful SEO plugin for WordPress and one of the most-downloaded SEO and meta tags tools. With Yoast, all of the pages and posts you publish have back-end options to increase social sharing, optimize SEO, update tags, and other metadata. With Yoast installed on your WordPress site, a few clicks and a few seconds of your time are all it takes to add meta-tagging to your process. Yoast also allows you to enter a focus keyword that doesn’t get added to the meta tags, allowing the back-end program to analyze your post. BuzzStream Meta Tag ExtractorIf you need a quick chart of the metadata that’s being used by your competition, BuzzStream’s Meta Tag Extractor is a sleek and simple solution. Copy and paste a list of URLs, and you’ll be presented with the meta tag information. There’s even an option to download as a CSV file so that you can scrape large lists quickly. It’s a quick and easy way to organize this data when you need it. This free online tool does its job without all the bells and whistles. Less Popular (But Still Useful!) Meta TagsSo to be fully transparent, here’s a chart of HTML meta tags. An author meta tag can be used to tell search engines who wrote a piece of content. Authors have been used in the past for search results, but it’s not a factor anymore. However, you might use author tags if you run a multi-author blog. WordPress does add this information to blogs when multiple users are contributing content. It’s more a badge of honor for bloggers than anything else. Most of the rest define parameters that should already be controlled on a server level. While I ignored these meta tags, it doesn’t mean you have to. Feel free to add whatever information you’d like. It doesn’t help search rankings, but it doesn’t hurt them, either. ConclusionMeta tags are a basic part of HTML — and can impact SEO. Back in the early days of the internet, they were a signaling factor for search engines to understand what content is on a page. The internet (and our relationship with it) has evolved exponentially since then. Contextual search, AI digital assistants, and mobile devices are changing the way we view content. Search engines are incentivized to provide the best search results possible, so meta tags are less important. However, some, such as the titles and meta descriptions, are more important than ever before. While less metadata is used, it’s still the first impression you’ll make on both robots and people. What do your website’s meta tags say about you? source http://feedproxy.google.com/~r/KISSmetrics/~3/X0GUj5IZxj4/ from https://coldemail.blogspot.com/2020/11/what-are-meta-tags.html The pandemic upended email marketing plans during 2020 and Smart Insights wondered where our industry is headed in 2021. They asked me and four other email marketing experts for our predictions. Here are the key trends that we identified:
My prediction was the first, that the K-shaped recovery from COVID-19 would drive companies down two very different paths. For all the details about my prediction and those of my co-contributors… >> Read the full post on the Smart Insights Blogsource http://www.emailmarketingrules.com/smart-insights-email-marketing-trends-2021-5-trends-to-watch/ from https://coldemail.blogspot.com/2020/11/smart-insights-email-marketing-trends.html Pay-Per-Click (PPC) marketing can be one of the quickest and most effective ways to drive customers to your site. But it can be hard to make money through PPC ads. It’s all too easy to make common mistakes that can wreck your campaign. Luckily for you, I’ve got plenty of tips that can help. And there’s one strategy I’ve borrowed from my business analyst friends, which I’m going to share with you today. It’s called a SWOT analysis. A SWOT analysis can help you see a different side to your PPC campaign and improve its performance in the process. This article will help you carry out your own analysis and take your PPC campaigns to another level. What is a SWOT Analysis?A SWOT analysis is a corporate evaluation technique that can be used to assess anything from an entire company right down to a single PPC campaign. So, what does SWOT stand for? It stands for Strengths, Weaknesses, Opportunities, and Threats. Strengths and weaknesses are internal factors, things you control. Opportunities and threats are external factors. These are happening in the market right now, whether you like it or not. You may not be able to change them, but you can react to them. Typically, SWOT analysis is used at an operational level to help business leaders assess a company’s current position in the market and highlight areas for future growth. It can also be used to assess your PPC campaigns. A SWOT analysis can show you how well your campaign is performing, what’s holding you back, and how you can improve. Why Your Company Should Do SWOT Analysis for PPC CampaignsA SWOT analysis should be considered essential if you don’t want your PPC campaigns to fail. Too often, when brands try to optimize their PPC advertising, they look at their campaigns in isolation. They only analyze their own keywords, bids, and landing pages. But your PPC campaigns don’t exist in a vacuum. You are competing with hundreds of other brands for the same cherished three or four spots. A SWOT analysis will help you to understand external factors that may impact your PPC campaigns. Things like competitors, the economy, and the state of your industry can all affect the performance of your ads and the likelihood that someone will buy when they click them. You’ll also identify new opportunities for your campaign. That could be doubling down on what you do well, or it could be fixing one of your weaknesses. When you lay out what’s working and what’s not, it’s much easier to put together a plan that involves more than just raising your bids. Ultimately, it will help you to look at your PPC campaigns in a different way. Despite the wealth of advice out there on optimizing PPC campaigns, it’s easy to get stuck in a routine of researching keywords, testing new ad copy, and creating new landing pages. There’s much more you can be doing to improve your campaigns, and a SWOT analysis will help you take your PPC campaigns to the next level. How to Do a SWOT Analysis of Your PPCAll you need to do is sit down and brainstorm each of your campaign’s strengths, weaknesses, opportunities, and threats. They are typically displayed in a 2×2 grid. But you can just make a list below each header if that’s easier. It can help to have a goal in mind when starting your SWOT analysis. By focusing on your PPC campaigns, you have already narrowed your focus, but can you get an even clearer picture of what you want to achieve? Maybe you want to figure out why your PPC campaign isn’t driving as many sales as your Facebook ads, for instance. Or find ways to maximize what is already a profitable channel. It’s best to do a SWOT analysis with more than one person. The more views and opinions you can capture, the more complete a picture you’ll be able to develop. You can brainstorm together or complete the analysis individually, coming together at the end to share your thoughts. Finally, try to keep things as even as possible when brainstorming. If you have 10 strengths, find 10 weaknesses. Find a threat for every opportunity. You get the picture. SWOT Analysis S: StrengthsStart by making a list of all the strengths of your PPC campaign. Strengths are all the internal positive factors about your PPC efforts. For instance, maybe you have an excellent ROI or a high Quality Score. Covering hundreds of relevant keywords could also be a strength, as could your CTR or bounce rate. Think about the advantages you hold over the competition, too. That could be the PPC agency you partner with, for instance. It could even be the quality of your products or the strength of your brand. There’s no reason to limit your strengths to things that are specific to your PPC campaign. Don’t be modest, here! Now’s the time to boast if ever there was one. SWOT Analysis W: WeaknessesNext, examine your PPC campaign’s weaknesses. These are things you are in control of that are stopping you from increasing your ROI and generating more revenue. They could also be things your campaign currently lacks, like A/B testing. But they could also be broader weaknesses like a small budget or a lack of PPC experts. Remember to only include things you have control over in this category. Having a bigger, better-funded competitor is not a relevant weakness of your campaign. Operating in a very competitive market is, on the other hand. You can’t control your competitor, but you can choose not to compete. Or at least not compete directly. When in doubt, look at your strengths section and think about the opposite. SWOT Analysis O: OpportunitiesNow consider any external positive factors that could improve your PPC campaigns in the future. You could be launching a new advertising campaign, for instance, that would increase the demand for your product. Maybe a competitor is on the verge of bankruptcy or is pivoting their business model. Take into account the time frame of these opportunities. A new marketing campaign may only increase demand for a few months, whereas ongoing market growth (like the acceleration of e-commerce) may last for years. Don’t forget to combine what you’ve done so far by including weaknesses that can be turned into strengths. SWOT Analysis T: ThreatsFinally, look at threats to your PPC campaign. These are also external factors that you have little to no control over. And this is where you’d list those bigger, better-funded competitors who are constantly outbidding you. It’s not just your competitors you need to consider, however. What’s the market like for your current product? Are consumers shopping somewhere other than Google? Could anything change that would impact your success, like one of your employees taking a new job? It can help to think about your company and your industry at a broader level, too. Does your product risk becoming obsolete, for instance? Or could changes to the market weaken demand for your offering? Visualizing and Displaying Your SWOT AnalysisThere are several different methods to display your SWOT analysis. As I have shown above, the most common format of a SWOT analysis is a 2×2 chart. This makes it easy to visualize your analysis as a whole, as every section is displayed in relation to each other. But it’s not the only way you can display your SWOT analysis. There are plenty of ways to make your analysis more digestible and visually engaging. Check out this graphic analysis of a Nike SWOT by Business Strategy Hub. Or this creative McDonalds SWOT graphic by Creately. If design isn’t your forte, Lucidchart has a SWOT analysis generator you can use instead. Making Your SWOT Analysis ActionableOne problem with a SWOT is that it doesn’t produce actionable results. It only helps you understand where you currently are. You need to make your analysis actionable. Start by looking at the relationship between each section. For instance, ask yourself whether you can use your strengths to create new opportunities, or whether you can remove threats by improving your weaknesses. Let’s start by looking at how you can turn your strengths into new opportunities. Basically, this means doing more of what you are good at. In the example above, we highlighted landing page creation as a strength. You could turn this into an opportunity by creating more landing pages for your ad groups. Doing so could improve your quality score, decrease your bounce rate, and increase your conversion rate. Next, identify how you can turn your weaknesses into strengths. Again, in the example above, I listed a lack of a dedicated PPC account manager as a weakness. Assuming you have the budget to hire a new employee, this is a pretty easy one to fix. Alternatively, you could work with a digital marketing consultant. Now let’s look at opportunities. Is there any way you can capitalize on the opportunities you’ve identified? We listed e-commerce growth and new products as opportunities above. One option is to increase our budget to take advantage of the growth in e-commerce. Another would be to create new ads and landing pages for our new products. Finally, look at the threats. You probably won’t be able to change any of these directly, but you figure out ways to mitigate the threats. For instance, if you have a larger competitor with a bigger budget, you can maximize your ROI as much as possible or target longer tail keywords. Examples of SWOT Analysis for PPC CampaignsAre you ready to start your own SWOT analysis? Hopefully, you can use my examples as a jumping-off point. But just in case you need more guidance, here are a couple of other examples of SWOT analysis for PPC campaigns. The first is by White Shark Media. You can see they get very specific listing ad KPIs in both the strengths and weaknesses columns. They also do an excellent job of balancing strengths with weaknesses and opportunities with threats. The second is by SEMrush and Hanapin Marketing. This is a much broader approach to PPC SWOT analysis, including things like product prices and availability. They also do a nice job of matching up strengths with weaknesses and opportunities with threats. ConclusionA SWOT analysis is a great way to get a different perspective on your PPC campaign. Remember, your campaigns don’t exist in a vacuum, and neither should your optimization efforts. By thinking about your ads in the context of the broader market and economy, you can optimize your campaigns at a level your competitors can only dream of. Why stop at creating new ad copy and running A/B tests when you can find out ways to capitalize on new consumer sentiment or shifts in the market. What have you uncovered with your SWOT analysis? Let me know in the comments! source http://feedproxy.google.com/~r/KISSmetrics/~3/s-ZfgJm56cA/ from https://coldemail.blogspot.com/2020/11/how-to-do-swot-analysis-for-ppc.html I have recently stopped my email campaigns on my main domain as I didn’t want it getting blacklisted. Since then my emails have been going to the spam folder but only when sending to gmail accounts. Is there any way I can stop them going to spam or is that it now? Thanks [link] [comments] source https://www.reddit.com/r/Emailmarketing/comments/jst98x/all_my_emails_to_gmail_accounts_are_landing_in/ from https://coldemail.blogspot.com/2020/11/all-my-emails-to-gmail-accounts-are.html 30-second summary:
Netflix’s recent documentary ‘The Social Dilemma’ has been the topic of conversation, shedding light on the usage of consumer data — but the elephant in the room is how Facebook uses brand data. Facebook, Google and Amazon claim brand data entered into their databases is anonymized before it’s used, but this simply isn’t possible in supervised machine learning. By hooking brands and selling their data, these companies rid them of their most valuable data, control, transparency and ownership. We spoke to Kasper Skou, CEO and co-founder at data-driven targeting company Semasio, who believes it’s high time brands look at Facebook and others through their own lens and take back control of their data. According to Kasper, relying on third parties for data management introduces a competitive disadvantage, and for brands to protect and capitalize on their data, they need to adopt technology wholly tailored to their specific business needs. Here is a full round up of our chat with him: Q) The Social Dilemma documentary focuses on the importance of consumer data and privacy. But are brands aware of how big companies use their brand data?The old adage for the B2C internet goes: “If the product is free, you are the product.” If we are to reinvent that for B2B, it might go a little something like this: “If the product is really convenient to use and only requires you to constantly upload your CRM database in order to deliver good results, then you are the product.” I do believe the brands have some idea, but the good campaign results delivered by the walled gardens turn this problem into the elephant in the room that no one wants to talk about. Still, once the open internet starts showing similar capabilities, I think we will see a seismic shift in budgets toward open solutions, which provide clear transparency and ownership of data-driven marketing assets to the brands. They will reward those who make them smarter every time they interact. Q) Big corporations like Facebook, Google and Amazon hook brands and sell their data just like with consumers, so how can they take back control of their data?Brands need to start talking internally about the elephant in the room and taking the importance of being data-driven for sustainable, competitive advantage seriously. That needs to manifest in action, like transitioning budget to open internet players and starting to build internal capabilities to create a foundation for true data-driven differentiation. Q) New documentaries like The Social Dilemma and spotlight of some high-profile data scandals have diminished customer’s trust. What tips can you give companies to win back the customer’s trust?I think modern consumers are starting to realize the inequitable exchange ‘forced’ by walled gardens: Give us all of your data to do with and combine as we see fit, and you’ll get certain services for free. It is the same principle as with the brands: Keep them in the dark so they keep coming back and don’t develop independence. That breeds resentment over time with brands and consumers alike. To regain trust, the walled gardens must participate in the education of modern consumers so they really understand their data as a currency, which should be carefully, deliberately and equitably exchanged in return for services. In addition, they should propose self-regulatory frameworks on the use of data and algorithms to curb destructive practices like app addiction and ‘opinion engineering.’ Q) How are brands that rely on third parties for data management introducing a competitive disadvantage? Where should they look for alternatives that effectively meet their needs?Any brand can turn to walled gardens and use their simple, powerful tools to drive short-term business results, which means the approach inherently brings no differentiation. A brand exercising true data-driven differentiation is intelligently absorbing, processing, synthesizing and acting on data to achieve a sophisticated understanding of itself and its environment, thus enabling it not only to adapt to but also change itself and its environment in ways which are advantageous to it. There are partners in the ecosystem focused on helping brands do this, but ultimately the brand needs to build its own ‘intelligence unit’ to truly differentiate. What I believe will greatly support these efforts is the emergence of Project Rearc as a strong contender for user-level targetability post-third-party cookie and federated identity or data clean rooms as new forms of privacy-safe modalities for data interoperability without actual exchange. Q) In an increasingly privacy-focused world, can brands maintain data quality, transparency and ownership? Do they want to do so equally for each?What brands need to take more seriously is the privacy of their data – not just that of consumers. As for the ability to maximize quality, transparency and ownership simultaneously, I absolutely believe so for the dual reasons of Project Rearc and federated identity or data clean rooms. Also, brand first-party data usually has consent and permissions connected to it, which are actually collected by the brand, which means it has a lot of control over the collection process. Q) What steps does Semasio take to ensure transparency and protection of their customers’ data?From time Semasio was founded a decade ago, it has been an unwavering value of ours that strong, strategic and sustainable client relationships are built on constantly making the client wiser. For that reason, Semasio have always guaranteed that full control, transparency and ownership of any data uploaded to and produced on the platform rests unequivocally with the client. The Semasio platform is self-service – enabling clients and their partners to create unique targeting solutions which they own and can deploy anywhere they want. Additionally, Semasio was founded in Germany and as such ‘grew up’ under some of the strictest privacy legislation in the EU and the world. This means that privacy compliance and privacy by design have been fundamental disciplines from inception. Q) What lessons must brands learn about targeting customers in this post pandemic world?I think the most important lesson is not to fall back to old habits out of convenience. The world has fundamentally changed, which means brands must really think hard about what they want to be to post-pandemic consumers. Times of great change are either a major threat or a potent opportunity based on your ability to adapt to the ‘new normal.’ Once a brand is clear about what it wants to be to consumers post-pandemic, it needs to start thinking about the best ways to reach them with this new message. The pandemic accelerated the development of advanced forms of TV, tremendously making this a very potent digital marketing channel. Everyone is talking about the death of the third-party cookie as the end of user-level targeting, but the emergence of Project Rearc will continue to make user-level targeting possible even after 2021. Contextual targeting will increase in importance, but not in the form we know it today. Rather, its ascendance will spur a new wave of innovation in this discipline. Q) What makes contextual targeting so much more effective than using first or second party data?Contextual targeting is usually not more effective than using first or second-party data. It is, however, a lot less complicated to use from a privacy standpoint, as it does not leverage user-level data. It has the added benefit that – if used right – it can identify users in the right state of mind based on the content they’re consuming at the moment marketing messaging happens. Q) What platforms or media do you think are most effective right now, to target customers on?Advanced forms of TV and digital motion picture formats, targeted display, search and social. For the avoidance of doubt: I do not question the efficacy of the walled garden – I question their model of keeping the client as ignorant as possible. We must demand that walled gardens open up to external targeting technologies instead of bundling targeting and media to keep the client in the dark. Q) What is the one innovation in targeting and insight solutions that excites you the most?Federated identity or data clean rooms – it’s a very innovative approach to granular data interoperability with data exchange. Semasio created a similar concept in 2012, which we called Data in Escrow, but the new generation is more privacy-compliant through advanced, mathematical methods. source https://www.clickz.com/qa-with-kasper-skou-ceo-and-co-founder-of-semasio/264095/ from https://coldemail.blogspot.com/2020/11/q-with-kasper-skou-ceo-and-co-founder.html 30-second summary:
iOS devices offer lucrative audience segments for advertisers, with over 720 million users with above-average income concentrated in Tier 1 countries. There’s only one pitfall, it is a closed ecosystem and a single-handed decision by Apple can send entire industries built around iOS into chaos. This is precisely what happened when during WWDC, Apple announced that it would phase out the IDFA advertising ID that allowed people to track user behavior in the app environment. The decision was met with a wave of fierce criticism, as it may trigger a spike in unidentifiable users, disrupting attribution models and the possibility of one-to-one targeting. It was postponed to early 2021, in many ways due to backlash from Facebook and other companies that facilitate ad sales in apps. Nevertheless, the elimination of IDFA shouldn’t be taken lightly, as it will render many established methods of advertising in apps useless. Advertisers should take steps to prepare because in several months they might lose the ability for deterministic targeting and assessing the effectiveness of their ad campaigns. What is IDFA opt-in?The identifier for advertisers, frequently called IDFA or IFA, is the cornerstone of advertising in mobile apps. It operates similarly to web cookies and conveys information about a person’s online behavior, app usage, device information, etc. IDFA does not transfer any personal information, but gives advertisers the information they need to evaluate ads’ effectiveness and to set up retargeting. On iOS 14, Apple decided to make IDFA tracking optional for users. When the announced changes are implemented, each time a user downloads an app, they will be presented with an option to allow or prohibit tracking. In contrast, on previous iOS versions, tracking was allowed by default, would run silently, and could be switched off in the settings. How many users will go dark?The exact details of the IDFA restrictions are still unclear. For instance, will Apple allow app developers to limit access to certain content on the app if the user switches off IDFA tracking? The share of the opted-out users is hard to predict, but some market analytics estimate that 80% of users will decide to opt-out. On iOS 13, Apple implemented a similar policy regarding geolocation and asked explicit permission to collect location data, 70% of users chose to opt-out. However, more optimistic experts cite the example of GDPR implementation on the web when users acknowledge the value of the website personalization and, in most cases, explicitly allow tracking. In this scenario, the opt-out rate is estimated to be around 50%. Consequences for advertisersEven if half of the users opt-out, it is still quite a significant number for the ad industry. Advertisers will lose the ability to target narrow audience segments and control the efficiency of their campaigns through granular reporting. Instead, they would have to rely on assessing the cohort’s effectiveness and broad categorization. Advertising to unidentifiable users is a completely different landscape, where the old instruments and approaches will no longer apply. With the decline of the IDFA, most user IDs gathered over the years will become unusable for remarketing efforts. The well-structured client bases with time-honored re-engagement tactics, optimization based on the ROAS, and LTV will all go down the drain. Advertisers would have to build new user acquisition and retention scenarios on the iOs apps without retargeting and the ability to cap frequencies. What can replace IDFA?The new IDFA policy will undoubtedly please the privacy activists and give users more control over the data they share. However, the multi-billion dollar advertising industry in apps needs a working solution to obtain relevant market data that IDFA provides. In Q2 of 2020, App Store generated $11.6 billion in user revenue and they won’t risk losing those ad revenues. Apple couldn’t let the market hang in the air and offers several alternatives to eliminating the advertising ID. SKAd NetworkAs a substitute for its advertising ID tracking, Apple proposes SKAdNetwork, a previously dormant solution that allows advertisers to receive data about conversions in the users’ cohort. It is an API that allows ad networks to know whether their ad campaigns caused app installations or other limited “postback” events. Advertisers can select up to 64 in-app events, which can be sent back to SKAdNetwork when executed. SKAdNetwork does not allow deterministic user tracking but will provide tools to evaluate user groups’ effectiveness. Advertising network postbacks can include campaign IDs, but each advertising network can only map 100 campaigns. Since campaign optimization usually contains thousands of different creatives to be directed at different demographics and A/B testing, the SKAdNetwork functionality is minimal. These reports are aggregated, and do not convey identifiable device-level and user-level data. Also, they cannot be sent in real-time. Other IDsThe rising share of unidentifiable users is a critical drawback for publishers since it will lead to eCPM depreciation across the board. With the depreciation of the IDFA, publishers won’t be able to tell if they were offering an impression of a C-level executive or a teenager. The depreciation of IDFA can encourage app developers to employ under-utilized capabilities of the iOS ecosystem, for instance, app IDs. In-app IDsWhen a user downloads an app, they generate a unique in-app ID responsible for authentication, for instance, saving progress in the mobile arcade. Previously in-app IDs were deemed useless for advertising efforts and were only used for personalization. With in-app IDs, developers can segment their users and offer advertisers more contextualized impressions for targeting. For example, mobile games can provide user segments, such as ‘users who spend hours in one session’, or ‘users who frequently make in-app purchases’. Those segments are in-high demand from other game developers, who soon will lack targetable inventory for their install campaigns. The issue with app IDs is that this approach is challenging to scale. In-app IDs are applicable for targeting inside a single app. App developers would have to roll out a custom platform, to offer their user segments, and establish direct deals with advertisers. This approach is viable only for apps with multi-million audiences, highly-engaged and paying user base, or niche users attractive for particular verticals. IDFVAnother identifier that can be used for advertising activity is IDFV, an ID for several apps to publishers for retargeting across their inventory. The IDFA phase-out can prompt market consolidation, as owners of multiple apps will have a larger footprint of device identifiers (IDFVs). Consequently, the app market is already witnessing a new wave of gaming and ad tech M&A. ConclusionAdvertisers that depend on in-app advertising on iOS will soon face issues with building user acquisition strategies, targeting the existing users, and capping frequencies to avoid overspending. To prepare for the post-IDFA world, they will need to learn how to utilize other advertising IDs or SKAdNetwork. While the IDFA restriction has not come into effect yet, advertisers still need to test new approaches against the existing attribution model tirelessly to identify users when they opt-out. Yaroslav Kholod is the Director of Programmatic Division at Admixer, an ad-tech company that develops and maintains SaaS products in the field of digital advertising management. source https://www.clickz.com/how-idfa-opt-in-will-change-the-way-we-advertise-in-apps/264085/ from https://coldemail.blogspot.com/2020/11/how-idfa-opt-in-will-change-way-we.html Described as the Black Friday of UK sales, Boxing Day occurs on the day after Christmas each year. It’s a valuable chance for companies to offer one final holiday discount — whether you’re based in the UK or not. Many businesses treat Boxing Day as a way to clear out any extra stock to make space for other products in the new year. Think of your Boxing Day email marketing as the final follow-up to your Black Friday sales, Cyber Monday discounts and other holiday promotions. When it comes to Boxing Day sales, having a strong marketing strategy is key. Let your customers know about your deals through one of the channels where they’re most active: email! Check out these helpful Boxing Day email marketing tips to create emails that will convert this December. Think of Boxing Day as the final follow-up to your Black Friday sales, Cyber Monday discounts and other holiday promotions. Create catchy Boxing Day email subject linesCustomers expect good deals, so share your discount in the subject line of your Boxing Day sale email. Give your customers details about where they can shop (online? In-store?) and consider using an emoji to grab the eye. Use product GIFsIf you’ve read our past blog posts, you know that we’re big fans of product GIFs. Emails with GIFs are more likely to be opened; they have a higher conversion rate, too. And creating your own original product GIFs is a unique and snazzy way to show off your goods. These cute GIFs show Murad’s skincare products sliding in and out of their boxes. The images look like a stop-motion film: Subject line: Today only! 20% off for Boxing Day! Incorporate product GIFs into your Boxing Day email marketing to highlight your products and increase your conversion rate. Get creative with colorDraw on the power of color to help advertise your Boxing Day sales. Color psychology plays a big role in marketing. Red gets attention fast and orange brings an aspect of friendliness and fun, making this combo used by Milligram the perfect choice for a Boxing Day email. And while the majority of the email is composed of a single image, Milligram adds that same red-orange color elsewhere too — like the standout CTA button and the hyperlinks in the body copy. Subject line: Boxing Day sale now on! Add a countdown timerCountdown timers are an excellent way to push customers to take action for your Boxing Day sale. Not every company takes the trouble to add a countdown timer to its emails. So by doing so, you can stand out. (And, psst — adding countdown timers really isn’t that hard.) This Boxing Day message from Frank And Oak caught our eye: It provides a countdown timer so you know exactly how much time you have left to shop. Subject line: Ending soon: Boxing Day sale Continue the holiday seasonThink of your Boxing Day email marketing as a continuation of the holiday season. That’s what Bodum does here, telling customers not to worry if Santa forgot their wish list — the holiday season isn’t over yet! Using a similar “treat yourself” concept can go a long way in encouraging customers to make a purchase. Bodum also includes a few key products in this email with separate CTA’s for each one — an easy opportunity to retarget customers who have looked at your site but haven’t converted. Subject line: Bodum Boxing Day sale is on! Up to 70% off Use a play on wordsBoxing Day provides some fun opportunities for a play on words (and emojis, like Murad’s Boxing Day email subject line, above, that included two cardboard box emojis). Dr. Roebucks takes advantage by giving customers the code BOXITUP. When you give your customers a discount code, it’s important to choose something simple and easy to remember. BOXITUP is a great example of a fun discount code that’s more memorable than a string of unrelated numbers and letters. Incorporate a similar play on words into your Boxing Day email marketing this year. Subject line: BOXING DAY SALE ENDS TODAY Wrap-up: Boxing Day Email TemplatesReady to get started on your Boxing Day email marketing? Use the BEE email editor to help! With BEE’s user-friendly, drag-and-drop interface and its catalog of 500+ email templates, you don’t have to be a professional graphic designer to create professional marketing emails. Sign up for a free account and start designing today! Create your email
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Cold email for job
Research the Best Person to Cold Email. The first mistake you can make when gunning for a new job is applying directly on the company's career page, or sending your cold email to a generic address .Your goal is to make an incredible first impression. ArchivesNo Archives Categories |